The idea: the card is so revolutionary that egg had it tested on Guinea Pigs before giving it to consumers. The campaign takes us through the experiment and initial Guinea Pig reactions.Rationale: Create an engaging and flexible vehicle able to educate consumers on the benefits of the card. Use behavioural insights around consumption and spending to make it relevant.

The campaign was launched with press, posters, bus wraps, bus sides, online and mailers.This was followed up 2 weeks later with TV commercials which, along with all media, ran as a national campaign.